Divine Chocolate strikes new UK distribution deal
pic: RH Amar
Ethically founded premium confectionery brand Divine Chocolate has appointed RH Amar as its exclusive distributor in the UK for retail and foodservice markets, reports Neill Barston.
Confectionery Production recently met up with the brand at this year’s Sweets & Snacks Expo in Chicago, US, where the business marked its 25th anniversary of trading.
As the business noted, it is regarded as the first and only Fairtrade chocolate company to be co-owned by farmers, with each Divine bar sold directly contributing to the farmers’ income and wellbeing.
While the Ghana-based co-operative’s stake has since been reduced from 45% to 20% following an acquisition from German chocolate manufacturer Wienrich in 2020, the business believes it has upheld its core sustainability values.
Consequently, as it explained, through profit sharing and farmer-directed investments, London headquartered Divine has delivered over £3.2 million to local Ghanaian farming communities. These funds have created increased opportunities for women, better education services for farmers, as well as improved labour rights and many other initiatives.
Since the company was founded 25 years ago, the Divine range has grown to over 35 different chocolate products, including dark, milk and white chocolate sharing bars, individual bars and seasonal and drinking items – with a special bar being released in the UK to mark its major milestone.
Justin Burbage, Commercial Director, RH Amar said: ‘We have long admired Divine’s clear brand mission to produce fantastic chocolate, to be a catalyst for change within the category, and to improve the lives of their farmers and their families. We are looking forward to using our channel and customer expertise to take the brand to even more UK consumers and to build on the success Divine has achieved.’
Ruth Harding, Managing Director, Divine Chocolate, said: ‘As we enter our 25th year, and continue to develop our business in the UK, now is the right time to invest in our future growth. RH Amar shares many of Divine’s ethical objectives, has a superb reputation within the fine food sector, and brings expertise across several channels and customers. We believe the partnership will offer excellent growth opportunities for Divine across the entire UK market and that RH Amar will also be brilliantly placed to support the exciting new products we will be launching in the future.’
RH Amar will be supported by Divine’s UK-based team, led by Managing Director Ruth Harding with the team made up of marketing, sales, operations, innovation and finance who will work closely with its distribution partner on achieving its core objectives.
As previously reported, the business has just announced a collaboration with BBC radio broadcaster & TV presenter, Clara Amfo. In her role as Brand Ambassador, she will be curating a quarterly digest of recommendations hosted on her social channels, designed to encourage people to do things differently, in the mould of Divine over more than two decades.